The ad opens showing a long, seemingly endless line of people waiting for a new phone to be released. The first map contains the city name and the number of hours left to wait, this continues with each new city displayed. When we focus on the people in the ad, we see individuals from every city almost partying because there are “only nine hours” until release. From there, they (the people waiting) talk about possible flaws of the new phone mentioned on tech blogs. People with Samsung phones then begin to move past the queues, attracting the interest of those waiting. However, when people waiting in line find out the brand of the phone, they start coming up with weak excuses as to why they might do so. The users of each phone are presented in contrasting ways. Samsung users are presented as intelligent, individual and demanding consumers who seek content, not labels; while iPhone users are portrayed as being like sheep, simply following the current trend and not caring about the actual quality of the product they are spending their money on. They also act negatively, imitating Samsung users (when asked why they "don't just buy a 4G phone") and revealing themselves to have committed to buying something they know next to nothing about (the scene where people look at reviews after they've already been waiting in line for what seems like quite a while). Samsung even uses a negative comment towards the work of iPhone users when one of the men in line says, "I could never own a Samsung, I'm creative" and gets the response: "Dude, you're a barista.” Depending on who sees it, it may be seen as a joke, as it was intended, but it's also possible that someone will take offense to it. A risk like that might not be one a company wants to take when trying to drive consumers away from their brand. It may simply be that Samsung will never be able to match them due to the power of the Apple brand and its status as a “hot” brand. cutting-edge technology for the everyday user. To overcome this, Samsung would need to change its marketing. This particular ad is similar to other telephone announcements and is therefore not memorable. If Samsung had combined demonstrations of all its new features with more modern advertising, instead of trying to make fun of Apple, and adopted Apple's luxury product promotion style, the results probably would have been better. It could have been more successful if they had taken into account that people want a device that works great, but they also consider it a status